Know Your Audience and Platforms

Personal Branding 101: How to Brand Yourself

Online

Ever Googled your own name? What comes up is your personal brand – the sum of how you present

yourself online. In fact, studies show that every day over 1 billion names are Googled, and nearly half of people say a bad search result would make them not do business with someone. Your personal brand is literally your online reputation. Drexel University notes that a personal brand is “an authentic representation of what makes you uniquely you,” and building a powerful personal brand “pays dividends when it comes to career advancement”. In other words, take it seriously: a strong personal brand can open doors, while a weak or negative one can close them.

Personal branding starts with clarity about who you are and what you offer. Ask yourself: what are my core skills, values, and passions? What problems do I solve? Sit down and write your personal brand statement – a short, compelling pitch that summarizes your unique value This could be as simple as “I’m a tech marketing strategist who helps startups grow faster” or “I’m a wellness coach empowering busy professionals to live healthier.” Once you have that clear message, weave it consistently into your online presence. For example, use it in your LinkedIn headline, About Me section, and social bios. With your message defined, build a consistent online presence that reinforces your brand. Create or update your website and LinkedIn profile so they reflect that personal brand statement. Use a professional headshot or logo as your profile image across platforms so people recognize you. SproutSocial advises fully optimizing your TikTok or social media business profile: use a clear logo for your avatar, use your real name/ brand as your handle, and write a concise bio that explains what you do. Although Sprout’s tip is for TikTok, it applies to any platform: uniform visuals and clear descriptions make you look polished and make it easy for new followers to understand your expertise at a glance.

Meanwhile, consistently publish content that showcases your expertise. This might mean writing blog posts, making videos, sharing tips on social media, or speaking on podcasts – whatever matches your style.

High-quality, helpful content is the backbone of personal branding. Not only does it give value to your audience , it also creates more chances to be found online. (According to DemandMetric, companies that blog get 67% more leads 5 – imagine what that means for an individual building a reputation.) Be consistent with your topics and tone so followers get a clear sense of what you stand for.

Practical steps (a quick checklist) for branding yourself online: - Define your niche. Identify what makes you unique in your field (skills, background, perspective).

• Create/update profiles. Use the same photo/logo and handle on LinkedIn, Twitter, etc., and write an

“elevator pitch” bio.

• Produce content. Share valuable insights related to your niche (blogs, articles, videos, posts). Focus on

quality and authenticity.

• Engage authentically. Comment on others’ posts, join relevant online groups, and network – this makes

your brand more human.

• Monitor your image. Google yourself regularly to see what comes up, and respond to feedback or

questions promptly.

Pro Tip: Consider asking colleagues or friends how they would describe you and your strengths. Their answers can reveal key traits for your brand.

Branding yourself online is an ongoing process. Keep refining your message and presence as you grow. For example, update your LinkedIn profile or blog whenever you learn a new skill or achieve something. As one expert sums up, “your personal brand is your reputation” 7 – make sure it’s one you’re proud of by being authentic, consistent, and proactive.

Next up: Discover Social Media Branding Strategies for Small Businesses and learn how to leverage platforms like Facebook and Instagram to strengthen a brand 8.

Social Media Branding Strategies for Small

Businesses

Running a small business? Social media can be your secret weapon. It offers vast, often free reach to potential customers In fact, more than half of consumers report discovering new brands on social media. By crafting a smart social media branding strategy, even a lean team can dramatically boost brand awareness and customer engagement. As Hootsuite notes, social media marketing is one of the “most cost-effective ways for small businesses to build brand awareness, connect with the right audience, and drive real results — even without a big budget”.

Not every platform suits every business. First, identify which networks your target customers use. Are they on Instagram and TikTok (younger demos), or LinkedIn and Facebook (professional/a bit older audiences)? Hootsuite advises focusing on people “interested in your niche” rather than trying to reach everyone. For example, a boutique clothing shop might thrive on Instagram and Pinterest with stylish photos, while a B2B service could focus on LinkedIn. Research competitors and successful businesses in your space to see what platforms and content types work.

Create Engaging, On-Brand Content

Planning your content ensures consistency. Start by defining a few content pillars – main topics that reflect your brand’s mission . If you’re a bakery, pillars might be “behind-the-scenes baking,” “customer stories,” and “new treats.” For each post, ensure it ties back to these core themes. Use a mix of formats: photos of 16 products, short videos, infographics, polls, or user-generated content (UGC). For example, share recipe videos, customer testimonials, or how-tos. Social media marketing expert Knight notes that visuals and emotions matter: simple things like thoughtful packaging or thank-you notes can create lasting impressions.

Scheduling: Be consistent in timing. Aim to post at least 2–3 times per week, more if you can.

Engagement: Don’t just broadcast—ask questions, run contests, and reply to comments to build community. Encourage UGC by asking customers to tag you or use a branded hashtag.

Trends: Stay on the pulse of trends and hashtags in your industry, but don’t chase every fad. Instead, use social listening tools or surveys to find what your followers care about.